Multi category consistency

Award winning travel retail for Philips

Understanding the unique travel shopper mindset enabled us to bring relevance to a travel retail category containing Male Grooming, Female Grooming & Oral Care.

Background

Whilst developing global retail brand guidelines for Philips, we were asked to apply our knowledge of the unique mindset of the travel retail shopper to create new category guidelines for Philips travel retail.

Brief

Engaging shoppers with the Philips brand and appealing to the travel shopper was the brief.

Hurdles

Engaging shoppers with the Philips brand and appealing to the travel shopper was the brief.

Solution

We created a set of retail brand guidelines for Philips Travel retail, containing a modular display system, premium materials specification, and communications guidelines ensuring brand consistency for Philips wherever in the world they produce a display for travel retail in the future.

Outcome

Applying the principles we set as part of the Retail Brand Guidelines our concept for Changi Airport won the prestigious DFNA Award.

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